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The SWOT analysis is one of those basic business analysis tools taught in marketing classes, familiar to entrepreneurs and marketers worldwide. An acronym for Strengths, Weaknesses, Opportunities and Threats, SWOT is a straight-forward, if simplistic system of analysis that attempts to generate an overview of a business idea, marketing strategy, or investment proposal, etc.
My encounters with SWOTs are entirely as part of business or project proposals, and for that reason I confess I have little feel for it. Too often used as a verbose tool to analyse, or should I say justify proposals, they tend to end up lopsided, i.e. the right-side quadrants of weaknesses and threats are downplayed while the left ones are emphasised. Personally, I feel that the accuracy of any SWOT depends on the user’s ability to be completely objective. How many people could be capable of that realistically? Especially when presenting one’s own baby to a sceptical audience?
That said, I don’t imply SWOT analysis is useless. Its efficacy is maximised, as stated earlier, when the user is as removed from the topic in discussion as possible. And so here I present a SWOT guideline for entrepreneurs, with questions instead of statements for direct, honest answering. This is meant for entrepreneurs on the verge of starting a new business, and as all SWOTs go, aim to generate a comprehensive feasibility review. Included in it are also questions addressing more personal aspects of the entrepreneur, which I feel are as relevant if not more so for any new business venture.
The guideline itself operates on several assumptions. That you already have a business plan, as in a finalised business plan and not just a notion of. And that you at least have devoted some effort to understanding both your targeted industry and potential competitors. If you have no reliable idea of the market, this SWOT guideline will mislead you. So beware.
Important Notes:
I’m essentially merging two SWOTs here; one that examines the overall business idea, and another one that reviews the potential for entrepreneurship. I acknowledge that this might muddle things. However, in earlier days, most if not all new businesses readily blur the lines between work and personal for entrepreneurs. I’ve seen way too many new businesses fold because of some unconsidered personal lacking of the owner. My firm opinion is that certain personal traits and commitments of the entrepreneur must be considered for a new business to succeed. For easier reading, the points addressing personal matters are in italics.
An understated flaw of SWOTs has to be its inclination towards numbers. For example, if you have ten strengths but only five weaknesses, does it imply your analysis is skewed? For this guideline, I’m aiming to be as expansive as possible. There is however NO stipulation that all questions have to be addressed. To do that gear things towards irrelevant nit-picking.
I’ve encountered this before, and I admit I was once guilty of it as a student. The inability to differentiate between Strengths and Opportunities, and between Weaknesses and Threats. Very simply, Ss and Ts i.e. the upper quadrants refer more to the “Self.” That being the business or entrepreneur. The lower quadrants refer to external factors. In other words, the lower quadrants are also the factors that the entrepreneur have little influence over.
Naturally, some points are anonyms of each other. I’ve included both aspects to avoid overlooking.
SWOT Analysis guideline for entrepreneurs. A guideline for those aspiring to start a business.
STRENGTHS
- Does your intended business enjoy a competitive advantage over industry competitors?
- Does your intended business possess a sustainable competitive advantage over industry competitors?
- Do you have the relevant knowledge or skills to aptly manage your intended business?
- Do you have the funds, or access to funds, to weather the initial low-revenue period of new businesses?
- Are you able to attract ideal manpower for your intended business?
- Do you have competitive access to the third-parties necessary for your intended business, i.e suppliers?
- Do you have access to technology that would enhance your intended business?
- Do you have both reliable AND continuous data inflow for your intended business to develop upon, i.e. customer demographics, industry trends, etc
- Can you benefit from the advantages of new businesses? For example, flexibility.
- What personal trait of yours would enhance your intended business?
- Do you have the contacts to fuel AND grow your intended business?
- What personal trait of yours would make you an appealing leader?
Summary: Strengths are the weapons you have on hand that can sharpen your business edge. They are also weapons you are able to utilise. Potential advantages arising from favourable circumstances in the future are not strengths. These are vague opportunities at best. It is important to demarcate the differences.
WEAKNESSES
- If you are venturing on borrowed funds, what burdens would that impose on your business overall?
- Are you affected by any industry barriers of entry? Legitimately or not?
- What competitive disadvantages would your intended business suffer from?
- Is your business model aligned with the current economic or industry climate?
- Do you need to rely on others to run your intended business, be it technically, for marketing, or for daily operations?
- Are you able to secure appropriate manpower quickly and cost effectively?
- Are you able to manage your cost-of-sale efficiently?
- Are you severely limited by the disadvantages of new businesses? For example, lack of portfolio.
- Are you personally able to devote the kind of hours and attention necessary to sustain a new business for at least three years?
- Are you ready to forgo your personal part-times, passions, recreations, in order to devote your best effort to your new business?
- Do you have any existing financial obligations that weakens your ability to weather a period of low or no income?
- What personal trait of yours would make you an unappealing leader?
- Is your health up to the stress of being a business owner?
Summary: Weaknesses are the inherent shortcomings of your business model and methodology, or of yourself. Realistically, it is impossible to be completely free of weaknesses and frankly I am very sceptical towards business reviews that have a “remedy” for every weakness. My personal opinion is that the crux should be on acknowledging weaknesses and knowing how to contain their damage. Obviously, downplaying weaknesses help in no way at all too.
OPPORTUNITIES
- What are the economic or industry trends that benefit your intended business?
- Are there any schemes, grants or loans that your intended business can benefit from?
- What sort of business synergy can you achieve with other businesses? Both competitors and suppliers?
- What developing social trends can your intended business benefit from?
- Are there any manpower talent or technological benefit that you can exploit?
- Are there any significant reasons for your targeted clientele to switch to using you?
- Are there any industry gaps for you to fill?
- Are there other-parties seeking to partner or invest into your intended business?
- Do you possess any personal credential or experience that might attract business or cooperation?
- Are your existing social circles beneficial to your aspirations to be an entrepreneur?
- Is your current socio-political environment beneficial to your aspirations to be an entrepreneur?
Summary: Opportunities are the empowerments offered to you by the environment you choose to operate in. By that definition itself, it is implied that opportunities are neutral and available to everybody. Because of that, it is detrimental to consider opportunities as business strengths. Just because the pie is there doesn’t mean you will eat it. It is only the beginning of the road.
THREATS
- What are the industry regulations that affect your intended business negatively?
- What are the industry limitations that affect your intended business negatively? For example, manpower, resources, or technology?
- Are there any public or industry perceptions that might hamper your business growth?
- What are the possible retaliations that competitors might inflict on you?
- Is it possible that your best staff could be attracted away from you?
- Are there any projected industry downturns that can severely impact your intended business?
- Are there any technical developments that might severely impact your intended business?
- Do you have any personal commitments that might compete with your intended business for your time and attention?
- Are your existing social circles detrimental to your aspirations to be an entrepreneur?
- Is your current socio-political environment detrimental to your aspirations to be an entrepreneur?
Summary: Threats are the dangers arising from the environment you choose to operate in. Threats are very much outside of anybody’s control, and you shouldn’t lose excessive sleep over them. The important thing is to anticipate their occurrences, and have ready strategy to limit their harm when they do happen.
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business, entrepreneurs, guideline, SWOT, SWOT analysis